Main
Cynthia Lam
Strategic analytics & data leader with 13+ years of experience designing, executing research, data and analytics programs across private and public sectors on both client and agency sides. Experienced in driving actionable strategies for senior stakeholders, building high-performing teams, fostering cross-functional collaboration, and serving as a trusted advisor to clients through translating complex data into evidence-based recommendations. My hands-on abilities allow me to lead and conduct advanced analytics (SQL, PowerBI, Qualtrics, Q, R), mixed-method research, and operationalise insights to improve customer experience, market positioning, and stakeholder decision-making.
Experience
Manager - Insights & Analytics (2023-Oct to 2024-Nov)
Sydney
2024 - 2023
- Established the agency’s first centralised insights function, defining strategy, processes, BAU operations and establishing research as a pillar of regulatory decision-making.
- Led stakeholder engagement for data strategy alignment, consulting with executives and internal stakeholders to design a wholistic Voice of Customer (VoC) program, ensuring buy-in and adoption of standardized data practices.
- Automated reporting via PowerBI and Qualtrics dashboards, enabling real-time insights shaping decision making.
- Defined NSW Fair Trading’s research strategy to align with regulatory priorities, influencing policy on improving fairness and transparency in the marketplace across key industries.
- Established trust in evidence-based insights within NSW Fair Trading, which previously lacked confidence in data-driven decision-making.
- Created a roadmap for regular reporting, ensuring insights were actionable and integrated into business operations.
Analytics Lead, Australia & New Zealand (2022-Dec to 2023-Oct)
Senior Analytics Consultant (2021-Mar to 2022-Dec)
Sydney
2023 - 2021
- Established a team of analysts, and managed cross-functional work priorities to drive optimal resource allocation.
- Scaled analytics operations, delivering client-facing dashboards to pharmaceutical and healthcare clients that informed market entry strategies, patient outcomes and regulatory compliance.
- Collaborated cross-functionally to define products, create value propositions, and establish pricing structures.
- Directed analysis of data to evaluate compliance with federal guidelines, identifying prescribing patterns that posed risks to public funding integrity.
- Developed automated insight delivery to clients tracking medication adherence trends, enabling clients to proactively adjust communications material with compliance requirements while capturing market share.
- Led data governance for all ANZ clients, including end-to-end oversight of monthly dataset updates. Designed automated pipelines to enforce data dictionary rules, validate consistency, and flag anomalies, reducing manual quality check efforts.
- Spearheaded onboarding of the introduction of NZ health dataset to Prospection, including creating ETL rules, a standardised data dictionary, and documentation to align with our governance framework.
Research Manager (2018-Mar to 2021-Mar)
Higher Duties (2020-Feb to 2020-Nov)
Sydney
2021 - 2018
- Led and mentored a team of researchers and analysts, executing research projects and delivering high-quality reports within deadlines.
- Designed and implemented quantitative and qualitative research programs, generating actionable insights.
- Conducted complex data analysis using SQL and R, providing strategic recommendations.
- Led mixed-method research on student engagement, directly informing budget allocations and program redesigns.
- Collaborated with IT and policy teams to integrate analytics into a centralized data system, enabling real-time reporting for senior leaders to allocate resources toward high-impact educational programs.
Consultant (2016-Jun to 2017-Nov)
Sydney / Singapore
2017 - 2016
- Led end-to-end market research projects, from design to proposals and final report discussions.
- Designed brand health and market access studies for pharma clients, including predictive analytics.
- Maintained and nurtured client relationships, contributing to business development and reducing churn.
- Delivered insights for pharmaceutical clients on market trends, concept, sales aid testing, brand positioning, and off-patent access strategy.
Account Manager (2016-Feb to 2016-Jun)
Senior Research Executive (2013-Jun to 2016-Feb)
Ipsos
Sydney
2016 - 2013
- Owned full-cycle research for a clients from a multi-faucet of industries (i.e., Finance, FMCG, Health)
- Managed key client accounts, developing new business and reducing churn
- Delivered insights on brand equity, brand/range innovation, product test, shopper, market trends and consumer behavior, informing brand/product positioning and guiding next steps.
- Certified in Ipsos Bayesian Network (IBN) analytics for Australia and New Zealand.
Project Manager (2011-Oct to 2013-Jun)
INSIDESTORY
Sydney
2013 - 2011
- Managed projects, liaised with external suppliers, and assisted in research for both private and public (i.e., regulatory/policy environments) sector clients.
Education
Masters of Management in Community Management
University of Technology
Sydney
N/A
Postgraduate Diploma Psychology
Murdoch University
Perth
N/A
Bachelor of Arts - Psychology
Macquarie University
Sydney
N/A
Disclaimer
Made with the R package pagedown.
The source code is adapted from github.com/nstrayer/cv.
GIF image from butlerm.
Last updated on 2025-06.